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Aashirvaad Atta celebrates Baisakhi with Kanak Di Khanak which witnessed 50,000 participation
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Thursday, 21 April, 2022, 14 : 00 PM [IST]
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Our Bureau, Mumbai
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Aashirvaad Atta, India’s No.1 branded packaged atta brand, celebrated Baisakhi with its Punjab specific campaign ‘Kanak Di Khanak’ across cities of Amritsar, Ludhiana and Jalandhar.
Through the campaign, the brand endeavors to celebrate the culture of Punjab and ITC’s long-standing association with the state. The brand engaged the consumers in a unique way to make them experience Aashirvaad’s 4 step process of making atta consistent with traditional practices of Punjab.
To make the campaign more purposeful, the brand donated 1500 kg of atta, equivalent to number of winners of the activity, to old age homes in Punjab-Ek Noor Sewa Kendra and Jaganath food for Life.
To showcase the 4 steps, the brand had created an exciting installation in the form of a maze, with individual sections/rooms entailing a task related to one of the steps of atta making at Aashirvaad.
The installation was set up in select malls across cities. To make the entire experience more fun and consistent with the spirit of Baisakhi festival, there were multiple photo-op zones and Bhangra dancers around the installation. People were seen having a great time with their loved ones at the Aashirvaad activity zone. The brand witnessed massive participation with 50,000 consumers engaging with the activity over a period of 5 days across cities.
Ganesh Sundararaman, SBU chief executive – staples, snacks and meals, ITC Ltd., said, “Baisakhi marks the beginning of harvest season and is celebrated with a lot of fervour in Punjab. Our annual campaign, ‘Kanak di Khanak’, is an endeavour to make the festival more joyous for people of the state. This year, the campaign entailed specially curated activities for consumers intended to bring alive the spirit of the festival. We are happy that Aashirvaad could be a part of the celebrations and make the occasion more memorable for our consumers.”
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